Project-linked road-safety strategy combines nationwide speeding drive with community campaign

Kaieteur News reported that the Ministry of Public Works is implementing the Socially Inclusive and Gender Responsive Road Safety Awareness Communication Strategy through consulting firm FRED Engineering. The strategy is a component of the Linden to Mabura Hill Road Upgrade Project, funded by the United Kingdom Caribbean Infrastructure Partnership Fund (UKCIF) and the Caribbean Development Bank (CDB), but its campaigns have distinct scopes.

One is a six-week nationwide campaign focused on speeding. The other is community-based general road-safety work. The strategy therefore links to a specific road-upgrade project while including a speeding campaign with national reach; the publication does not specify the geographic reach of the separate community campaign.

Kaieteur News said the campaign will use communication products including a video poll, five video reels, billboards, social media cards, brochures and pocketbooks for project-area spokespeople. The strategy was launched at Watooka Guest House in Linden. At the launch, Ministry of Public Works Manager of Traffic, Safety and Maintenance Kester Hinds called for a shift in attitudes toward unsafe road behavior.